To me, it's everything from ingredients, to packaging being zero waste to zero emissions and being carbon neutral.

Obviously, it means products are being made using only organic and natural ingredients, nothing synthetic or toxic. There is absolutely no harsh chemicals or artificial fragrances in our products just pure kind ingredients straight from mother nature and ethically sourced.

I get so frustrated when I see the so called ‘clean beauty’ out there - first ingredient water, last ingredient synthetic, preservatives, fillers, plastics, all that sort of stuff. I am a big believer in researching ingredients, you should know what you are putting on your skin.

Transparency is also important to me, as I feel there is a lot of greenwashing out there and consumers are being misled constantly, with false truths.

So, we don’t contain any synthetics, no GMOs, no animal testing and cruelty free. Also, we don’t sell products in areas that are going to test our products on animals.

So many people are ‘cruelty free’. They say they’re cruelty free yet they sell into territories who are going to test their products on animals!

So, I call bullshit people – bullshit!

Do your research!

I know everybody has a different idea of clean beauty. It’s a combination of everything. I believe it’s also how the company operates and the culture within the company. It’s all of the environmental factors.

In terms of our packaging, most of our packaging is now PCR (Post Consumer Recyclable) and the remaining is in conversion to. Which means we are packing our products in tubes and bottles, using recycled materials and sugar cane pulp.

Now I’m not saying we’re perfect, but we’re certainly trying our hardest to get on the way to being clean in every aspect for the earth and we’re moving forward in that direction.

Make sure kindness is your number one foundation. Kindness isn’t a weakness; it isn’t soft and fluffy... Kindness is having the guts to stand up for those who don’t have a voice for themselves.

Clean Beauty to me is:

STRENGTH

HONESTY

TRANSPARENCY

As I said we’re not claiming to be perfect but we’re really trying in all areas and if we find an area that we have fault in, we address it.

That’s what Australian Clean Beauty means to me.